Determinants of halal cosmetics purchase intention among millennials

• Main Author: Norhazliza, Mohd Hazim
• Format: Thesis
• Language: English; English; English
• Published: 2020
• Subjects: HF5001-6182 Business; HF5415.33 Consumer Behavior.
• Online Access: https://etd.uum.edu.my/9224/1/s825880_01.pdf; https://etd.uum.edu.my/9224/2/s825880_02.pdf; https://etd.uum.edu.my/9224/3/s825880_references.docx; https://etd.uum.edu.my/9224/

Rapid growth in demand for Halal cosmetics product among millennials consumers’ had subsequently increased the concern among manufacturers and companies about the importance of measuring the crucial determinants that affect the purchase intention of Halal cosmetics products within this millennials population. This realization and concern have led the cosmetics industry manufacturers and companies to focus on identifying the most crucial factor that are effectively influence millennials in purchasing Halal cosmetics products in order to differentiate their Halal cosmetics product from other competitor, in effort to gain competitive advantages. In view of this, this study aims to determine factors that have significant relationship towards Halal cosmetics purchase intention among millennials in Malaysia by using the theory of planned behavior (TPB). There were five independent variables included in this study, namely, attitude towards Halal cosmetics, subjective norms, perceived behavioral control, country of origin, and brand images. A total of 406 questionnaires were distributed among UUM student by using proportionate sampling. The results indicated that attitude towards Halal cosmetics, perceived behavioral control, country of origin, and brand images have significant effect on Halal cosmetics purchase intention among millennial. However, subjective norms showed insignificant influence towards purchase intention. Among all predictors, attitude towards Halal cosmetics has the strongest influence on Halal cosmetics purchase intention among millennial.